Marketing Plan Workbook

The purpose of this workbook is to give you a “user‑friendly” organizational tool for putting all the components of marketing together in a coherent fashion.  Hopefully, this workbook will help:

  • Spark your creativity,
  • clarify your thoughts,
  • identify the issues you need to address,
  • organize your research, and
  • provide a simple format for preparing a plan.

Description

The purpose of this workbook is to give you a “user‑friendly” organizational tool for putting all the components of marketing together in a coherent fashion.  Hopefully, this workbook will help:

  • Spark your creativity,
  • clarify your thoughts,
  • identify the issues you need to address,
  • organize your research, and
  • provide a simple format for preparing a plan.

How This Workbook Is Organized

This workbook consists of an introduction, eight chapters, a sample budget, and an appendix.

The Introduction introduces you to the game of marketing.  I use a David and Goliath analogy to illustrate some basic marketing concepts.  All marketing involves a battle.  It is not a battle of good vs. evil.  Marketing is a battle for territory.  You will stand a better chance of capturing more territory and winning the game if you have a good plan.  You bought the book, so you obviously perceive a benefit in writing one.  The introduction helps by providing an overview of the marketing process.  It also covers what your final draft should include.

Chapter One offers two sets of marketing guidelines.  I indulge myself by expounding upon the David and Goliath analogy.  It makes the material easier to write and hopefully, more fun to read.  I think you will get the picture.  There is one set of guidelines for start‑up ventures and another set for existing businesses.

There is a definite difference in attitude and marketing priorities between a start‑up and an existing business.  Start-ups have a tendency to get bogged down in a lot of useless detail.  Existing businesses overlook meaningful details.  The guidelines in Chapter One may help prepare you mentally for the research and planning modules that follow.

Chapter Two tells you how to work with the modules.  There are 20 modules altogether.  Each module represents a component of the marketing process.

Chapter Three deals with the internal audit modules.  These modules represent elements of your marketing plan that are controllable internally.  You will use these modules to assess your company’s position and address how your product or service line will be priced, packaged, distributed, and serviced.

Chapter Four deals with the external audit modules.  These modules represent elements of your marketing plan which are external in nature.  You will use these modules to discover and address what is happening in the marketplace.

Internal and external influences drive the development of your marketing objectives, strategies, tactics, and sales projections.  These modules are covered in Chapter Five.  You will use these modules to propose what position you intend to seek, how much money the company will make if the marketing objectives are achieved, and how much money you think it will cost to obtain the position and achieve the objectives.

Chapter Six deals with the communications modules.  These modules relate specifically to advertising, public relations, promotions, sales, and customer relations.  You will use the modules in Chapter Six to explain how your marketing objectives and strategies will be accomplished.  Capturing a marketing territory involves capturing the minds of the customers which inhabit the territory.  This is done primarily through creative communications and sales tactics.

Chapter Seven discusses how to execute and support your plan once it has been written.

Finally, you will find some work sheets and examples in the Appendices that can assist you in researching, writing, presenting, and monitoring your marketing plan.

All these chapters and modules may appear intimidating.  The material is organized to allow you to go into as much detail as you need on each marketing component.  Take it step‑by‑step. This workbook was written to help you do your marketing planning, not to be your marketing plan.  In the end, your marketing plan will be tailored to your own situation.  Good marketing is not re­served for the business elite.

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